I love the idea that there are three elements a customer wants out of a transaction: Good, Fast and Cheap… but they can only have two.
Whichever you decide to drop, it's worth looking a little at the time element as it's often misinterpreted as purely the physical time it takes to create something. Understanding the value of time, and what that time is used for is actually incredibly important in judging something's value.
The problem copywriters face (other than the reasonably new: 'Oh, I can just get AI to do that…') is the perception that you can write 500 words in a few hours. But the planning, the preparation, the research that sits behind well-written copy is not seen.
The impact of that planning and the reaction it creates is a big uptick in the perception of a company, and (hopefully) a corresponding increase in the likelihood of your prospects becoming customers.
To support this, I turn to greater minds than I. First, the 16th President of the United States; Abraham Lincoln. He once said “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” Wise words. Secondly, I will turn to one of my heroes, theoretical physicist, Albert Einstein. He said that “if I have an hour to solve a problem, I'd spend 55 minutes thinking about the problem and five minutes thinking about solutions.” Again, proper planning (the thinking time) means the action time (writing the content) hits the mark, and I think those are words to live by.
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